Meat is an important source of protein. However, there are problems with meat—particularly beef. It can be a source of unhealthy cholesterol. Cows are a major source of methane, which contributes to global warming. As people in developing countries income rises, their demand for meat has steadily grown. In these trends, some companies see opportunity. Impossible Meat and Beyond Meat are two companies working on plant-based burgers which they claim taste like beef without many of the drawbacks. Despite their similar product, the two companies are using different marketing strategies to generate sales. You can learn more in this article [Continue Reading …]

I have a soft spot in my heart for Fargreen. The startup that emerged from the Colorado State University Global Social and Sustainable Enterprise MBA program (full disclosure, Colorado State is my employer and I served for many years on the advisory board for this program). I also know Fargreen’s founder, Trang Tran. She developed a great idea to help Vietnamese farmers while also lowering carbon emissions. What is not to like? After winning several business plan competitions, Trang is now moving her business forward. This brandchannel article “ Yale on Purpose-Driven Startups: Fargreen — Going Far By Going Green ” (May 2, 2016) is one in a series with Yale MBA students. Read the article about Fargreen. Explain how Fargreen ties [Continue Reading …]

The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some marketing strategy recommendations. In “ Hugo & Hoby – Quality, Sustainably Sourced Furniture, ” (April 27, 2016) you learn about a startup furniture maker that needs to move from making sustainably sourced furniture for friends and family to a wider market. Read this article and review the recommendations made by the team of Yale MBA students. What concepts from chapter 1 do you see demonstrated in this case study? Can you think of any other ideas for improving Hugo & Hoby’s [Continue Reading …]

This article “ Vast underground bomb shelter reappropriated by urban farmers ” (Wired.com, February 11, 2014), describes an innovative new “farm” located 100 feet below ground in southwest London. Zero Carbon Food uses a World War II bomb shelter designed to hold 8000 people. Fortunately it has not been needed since WWII and it has laid dormant — until now that is. A couple of entrepreneurs are growing broccoli, pak choi, and more using hydroponic growing techniques. One of the benefits — low shipping costs (something to talk about when you cover logistics) — and certainly appeals to the environmentally conscious segment of the market. What other benefits could Zero Carbon leverage? What [Continue Reading …]

Most marketing managers look for ways to get us to use more of their products. On the other hand, many power companies have programs designed to help consumers become more efficient users of energy — to use less electricity, gas, etc. This is good for consumer budgets, better for the planet — and with some regulatory incentives, it can be better for utility companies as well. This recent Wall Street Journal article, “ The Efficiency of Social Pressure ” (September 5, 2013, non-subscribers may need to click here ) describes utilities hiring behavioral scientists to learn how to encourage customers to be more prudent energy consumers. The article notes the inefficient use of [Continue Reading …]

Like many firms, Levi’s has invested considerable resources to find out how the apparel maker can operate in more environmentally friendly ways. This Bloomberg Businessweek article, “ Levi’s Goes Green With Waste<Less Jeans ” (October 18, 2012) details some of Levi’s efforts. This spring Levi’s launches Waste<Less jeans. Each pair of the new jeans includes content from eight recycled plastic bottles. Levi’s was one of the first apparel manufacturers to conduct life cycle analyses for many of its products. Some of the results were surprising. In looking at its jeans, Levi’s found that the vast majority of water usage was beyond the company’s direct control; 49% [Continue Reading …]

The subject of sustainability can get complicated . This video offers a quick and simple overview. Watch the video. What marketing examples have you seen that promote sustainability? What are some examples that promote unsustainable business practices? Do firms have a responsibility to be more sustainable? Should this be enforced with greater government regulation? If not, how?

It sure sounded like a great idea. Here at Colorado State University, we got to hear the whole plan in a speech by Coke CEO Muhtar Kent. The idea, draw attention to global warming and the plight of polar bears. The bears have been a Coca Cola holiday symbol for almost 100 years — so the actions also fit with the brand’s heritage. Coke did this by changing the iconic red cans to white for the holidays. It sure sounded like a good idea. Unfortunately, the new cans confused consumers — especially Diet Coke drinkers who confused the white can [Continue Reading …]